One of fashion's leading icons, American Vogue editor Anna Wintour, uses basic branding principles to engage her consumers in innovative ways, expand her portfolio, grow ROI and, most importantly, remain relevant and differentiated in an ever-changing, copycat industry. View Summary

One of fashion's leading icons, American Vogue editor Anna Wintour, uses basic branding principles to engage her consumers in innovative ways, expand her portfolio, grow ROI and, most importantly, remain relevant and differentiated in an ever-changing, copycat industry. In this article, Trevor Wade suggests 10 insights that brands can learn from Wintour.

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Britain Thinks: What does the financial crisis mean for the reputation of banks?

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Deborah Mattinson, Market Leader, Quarter 2, 2013, pp. 19-19

In the wake of negative opinion polling on the reputation of UK banks in general, one brand asked Britain Thinks to set up qualitative discussion groups, and uncovered several ways in which their service and communications could improve. View Summary

In the wake of negative opinion polling on the reputation of UK banks in general, one brand asked Britain Thinks to set up qualitative discussion groups, and uncovered several ways in which their service and communications could improve. A key finding from the research was that many customers struggled to differentiate between their own high street bank and any of the others. The project also indicated that consumers who self-identify as being 'terrible at managing my finances' are more likely to feel that they don't know who to trust and are less likely to switch financial brands.

3

Sports sponsorship: Lessons from London 2012

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Claire Carmichael, Market Leader, Quarter 2, 2013, pp. 17-18

This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London. View Summary

This paper provides a general overview of sports sponsorship issues surrounding the 2012 Olympic Games held in London. It argues that, when brands buy the rights to the Olympic Games, they gain the opportunity to engage with the passions of at least half the world's population. But buying rights only gives sponsors the canvas for their campaign. Only through effective activation can they create a picture that truly engages their audience. The paper identifies six key learnings for brands that emerged from London 2012, the most important of which is the need for effective mobile integration.

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Brand building: Focus on brand needs, not fads

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Fiona McAnena, Market Leader, Quarter 2, 2013, pp. 16-17

This article argues that, while many brands get distracted by the latest digital and social fads and that marketers worry if they are not on the next bandwagon, they will miss out, if a trend is not relevant to your brand, investing in it is pointless and even counter-productive. View Summary

This article argues that, while many brands get distracted by the latest digital and social fads and that marketers worry if they are not on the next bandwagon, they will miss out, if a trend is not relevant to your brand, investing in it is pointless and even counter-productive. That said, there are many examples of innovation being used successfully where there is a good brand fit, such as Tesco's virtual shopping walls in South Korean commuter stations, and fashion stores that recognise customers via their phones. Marketers must balance knowing what's happening in the outside world with ensuring the business stays true to its customer promise.

Prostate Cancer UK's chief marketing officer Seamus O'Farrell describes how discourse analysis played a central role in modernising the charity's culture. Working with Linguistic Landscapes, it identified areas where the internal language of the organisation was preventing it from evolving. The project found that a much more candid, less euphemistic approach to talking about prostate cancer was needed in order for communications to improve.

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B2B marketing: A more positive picture

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Fran Brosan, Market Leader, Quarter 2, 2013, pp. 14-15

This article discusses two recent and conflicting viewpoints on the state of B2B marketing. Recent research on the topic by the Capsicum Group painted a gloomy picture of the sector, suggesting that B2B marketers are not close enough to customers and do not understand the businesses they work in: this has the overall effect of holding the B2B sector back. View Summary

This article discusses two recent and conflicting viewpoints on the state of B2B marketing. Recent research on the topic by the Capsicum Group painted a gloomy picture of the sector, suggesting that B2B marketers are not close enough to customers and do not understand the businesses they work in: this has the overall effect of holding the B2B sector back. But Omobono's research, conducted with the Marketing Society among senior marketers from over 150 companies, paints a more positive picture. It has found that customer relationships are a top priority, and that marketers clearly understand their role and are aligned with buyers.

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